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SuperBrugsen wanted to create some excitement around their new ‘Babypakke’ – a lovely gift for upcoming parents containing allergy-free, organic products for new parents and baby . They also wanted to highlight how the SuperBrugsen supermarket chain lives up to its positioning of ‘Der er forskel’ (“There is a difference”).

They placed a real baby scanner next to a conventional goods scanner in the SuperBrugsen Matthæusgade in Copenhagen and invited some upcoming parents to do some regular shopping on the day of filming. They had no idea what to expect, resulting in a film capturing very real reactions and heart-felt emotion. They also caught the attention of the regular shoppers, some of whom also enjoyed a sneak preview of their babies. It was wonderful to capture the pure joy of all the upcoming parents and their families … plus the reactions of the general public!